Pay more attention to inclusivity and diversity in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 17, 2022, 1:53 AM GMT+0

Marketing campaigns should try to feature real people, across demographics.

Customers want brands to respond instantly on preferred platforms, at favourable times and in a relatable tone of voice. So, brands should use chats, texts, personalised videos and emails to enhance CX.

Brands should include people of different ages, races, ethnicities, genders, socio-economic statuses and religions, to name a few categories. While brands need not cater to every possible demographic in a single campaign, they should try to be as inclusive as possible.  

By committing to look after the planet, brands are more likely to win the approval of Millennial and Gen Z consumers seeking sustainable brands. Given that 84% of customers buy products or services after watching videos, when it comes to content formats, marketers must include video in their campaigns. They can also repurpose video content for blogs, podcasts and other channels.

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